Facebook's Video Ads Risk Alienating Users

Marketers Applaud Move, but Untested Advertising Presents Challenge

Facebook Inc. said it would begin selling video advertisements later this week, a move that may help the social-networking giant capture a share of the annual $66.4 billion TV advertising market. Reed Albergotti reports. Photo: Facebook.

Some advertisers rejoiced Tuesday when Facebook Inc. introduced long-awaited video advertisements. A bigger question is how users will react.

Marketers "have to be sensitive," said Tony Pace, chief marketing officer for the Subway sandwich chain, which advertises on Facebook. "If someone said [this video ad] is going to run whether consumers want it or not, that would give me pause," he said.